Sunfeast YiPPee! has rolled out a new campaign featuring cricketer Jasprit Bumrah to spotlight its Magic Masala variant, reinforcing the idea that the best food moments are those enjoyed without pretence.

Conceptualised by Ogilvy, the campaign captures Bumrah in a rare, unguarded avatar as he digs into a bowl of YiPPee! noodles, fully immersed in the experience, revealing a playful, goofy side that brings alive the message of ‘Eat like no one is watching.’

What we think about it: The campaign’s narrative stays unpretentiously focused on taste-led indulgence, with Bumrah, known for his composed on-field persona, shown in a carefree, playful avatar. That said, it stops short of breaking new ground. The familiar ‘let go and indulge’ proposition has long been a staple in food advertising, and while the execution is effective, it doesn’t introduce a distinctive brand narrative.

Suresh Chand, vice president and head of marketing – snacks, noodles and pasta, foods business, ITC, said, “YiPPee! has always believed that food should be fun and full of flavour. In this campaign, there were no rules—Bumrah was spontaneous and revealed a fun-loving foodie side that audiences haven’t seen before. He brings to life the joy of eating where taste takes over and nothing else matters.”

An Ogilvy spokesperson added, “The idea was simple: capture Bumrah being completely unfiltered while enjoying YiPPee! Magic Masala. No rules, no styling—just the honest joy of eating food you love.”